Leading voices in sustainable business reveal clear trends. Today's conscious consumers are more sophisticated and skeptical than ever. Measurable, positive impact is a top priority.
On our In With the New podcast, we feature conversations with innovative sustainable business leaders and change-makers from a wide range of industries. Host Avril Tomlin-Hood interviews entrepreneurs, executives and experts who are actively reshaping industries through sustainable practices and purpose-driven innovation.
The fifth and most recent season brought together an impressive roster of voices from across the sustainable business landscape, including:
Through these conversations, a clear pattern emerged about today’s conscious consumers. They’re more sophisticated, more skeptical and increasingly focused on measurable impact.
“Consumers are becoming very vocal about their values,” notes Maddie Rotman, whose company Anytime Spritz is pioneering regenerative organic spirits. “They’re asking more and more questions about materials, processes and impact. What’s really interesting is that while only 1% of alcohol sold in the U.S. is organic, we’re seeing tremendous consumer interest in understanding not just what’s in their drink, but how it’s made.”
This evolution in consumer behavior presents both challenge and opportunity for marketers of purpose-driven brands. Food Navigator’s Denise Ataman observes, “There’s been a significant shift in how consumers evaluate sustainability claims. They’re looking beyond basic certifications like organic. They want to understand the entire system of production, from soil health to social impact.”
What’s driving this change? Conversations on the podcast revealed three key shifts:
First, consumers are digging deeper. Broad sustainability claims don’t cut it. They want specifics about sourcing, manufacturing processes and real-world impact. “We’re seeing regenerative organic as the fastest-growing claim in grocery retail,” notes Aaron Douglas of Banyan Botanicals. “It’s surpassing other certifications because it speaks to the entire system of production, not just a single attribute.”
Second, they’re more skeptical than ever of greenwashing. Vague environmental promises fail to resonate and are just as likely to serve as turnoffs. Today’s conscious consumer looks for third-party verification and measurable results. They’re educating themselves about certifications and asking tough questions about supply chain transparency.
Third, they’re thinking systemically. From the environmental impact of packaging to the carbon footprint of digital advertising, consumers can more fully understand that sustainability isn’t just about the product. It’s about the entire ecosystem of how that product reaches them.
For CPG marketers, this evolution demands a more nuanced approach. Rachel Schnorr from AdNet Zero emphasizes that sustainability messaging must be backed by concrete action. “We’re seeing a real shift in how brands approach sustainability communications,” she notes. “You need to show measurable impact and be transparent about your progress.”
Our podcast guests consistently emphasized three key strategies:
This holistic scrutiny reveals common blind spots. While many brands have mastered sustainable packaging and zero-waste manufacturing – tangible efforts consumers can see and touch – the environmental impact of marketing often goes unexamined. The carbon footprint of digital advertising, in particular, tends to slip by unnoticed.
Yet this presents an opportunity. As consumers dig deeper and grow more skeptical of surface-level sustainability claims, brands that address their full environmental impact, including marketing practices, demonstrate authentic commitment to their mission. Sustainable media buying not only reduces environmental impact and improves economic efficiency. It provides new points of engagement with today’s conscious consumers. When brands acknowledge that every ad adds up and take action accordingly, they prove their integrity of purpose.
This more sophisticated consumer consciousness creates new opportunities for brands willing to adapt. Those that can authentically communicate their impact while delivering on primary product benefits are positioned to win in 2025 and beyond.
The key is matching sophisticated consumer understanding with equally sophisticated marketing approaches. This includes adopting sustainable media practices that align with brand values while delivering measurable results.
Ready to elevate your brand’s approach to reaching today’s evolved conscious consumer? As we learn from conversations with industry leaders on In With the New, the time to act is now. Contact boa to learn how sustainable media practices can help you connect more effectively while reducing environmental impact.